Philips wanted a super product-focused main video - and we delivered while showcasing what you usually don’t see in these commercials: real men with genuine, diverse hair types. We felt it was time we go beyond body positivity onto body hair positivity. We’ve created a relaxed, unapologetic, confident tone to relate to all men in the long form. On social, we started having an extra bit of fun with our content.

With playful tap to and tap & hold mechanisms, we communicated the versatility of our product through content our audience could relate to and be entertained by. We explained product features in a ‘manly’ way - simple and practical. Cause, who got time for grooming ads anyways?

Besides showing styling options and educating men on how to trim the balls (yup, no filter!), we brought the concept of grooming partners to life and made sure everyone felt invited to try the multigroomer, no matter what kind of hair you got.

Now, according to the latest research, over 90% of men struggle in some way with body dissatisfaction or have negative emotions and thoughts towards their body hair. Opening up about this topic can be a daunting experience - but what if you could just laugh about it? Introducing the Cards Against Humanity “Hairy Edition” expansion pack, to get the conversation going with some good old - sometimes horrible - grooming humour.